Accentuating the positive: city branding, narrative and practice

Gold, Margaret and Gold, John Robert (2019) Accentuating the positive: city branding, narrative and practice. Tijdschrift voor Economische en Sociale Geografie, 111 (1). pp. 2-9. ISSN 1467-9663

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Official URL: https://doi.org/10.1111/tesg.12395

Abstract / Description

This commentary on the contribution made by Kavaratzis and Ashworth (2005) examines the antecedents to which it responded, the key ideas that it offered at the time of publication, and assesses its lasting impact. There are three main sections. The first reflects upon the informal and improvised approaches that characterised place promotion, marketing and branding in the final decades of the twentieth century. The second surveys Kavaratzis and Ashworth’s critical reflections on the existing theory and practice of city branding. The third section discusses their as contributing a benchmark in scholarly discourse that reflected convergences with management science and policy relevance, but recognises that it was implicated in a broader meta-narrative shaped by neoliberalist approaches and values.

Item Type: Article
Uncontrolled Keywords: cities, planning, city branding, marketing, place promotion
Subjects: 600 Technology > 650 Management & auxiliary services
Department: Guildhall School of Business and Law
Depositing User: Margaret Gold
Date Deposited: 10 Oct 2019 15:54
Last Modified: 30 Sep 2021 01:58
URI: http://repository.londonmet.ac.uk/id/eprint/5171

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